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Seven Habits of Highly Effective SEM, Part III: Creating the Right Ad Text
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About the Author
David Rodnitzky (37 Posts)
David Rodnitzky is founder and CEO of PPC Associates, a Google AdWords Certified Company. PPC Associates helps clients drive ROI from AdWords and Facebook PPC with a unique combination of big agency expertise and small agency service. Contact David at david@ppcassociates.com to get a free quote on how he can help improve your SEM.
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I particularly like your point when it comes to testing ad text. Many people simply optimize ad texts for CTR…big mistake. Others test for conversion rates. Very few understand and follow the CTR X Conversion Rate calculation when testing ad texts. THIS is the way to find the real top-performing ads!
Steve LaLonde
I like this article very much. Many people who involved in PPC mangement are only considering the CTR as a main thing but they never think about the conversion rate or other stuff involved in PPC like cost per conversion, CPA etc. In my point of view, we should consider all the above factors to measure the success of top performing ads.
GemKing
This is a great blog article highlighting the fundamentals of SEM ad text. If you don’t mind I will bookmark it and refer to it at a later date. Many thanks.
.-= Quality Hotels´s last blog ..Prince Hotels =-.
Your are absolutely right to focus on both CTR and Conversions when comparing ads. However, one could argue that CTR should be assigned a higher weight given how important it is to your keyword / ad’s Quality Score.